The Positioning Prerequisite
When a buyer already sees you as the obvious choice, the sales call stops being about price.
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The mechanism
The chart sets two cards side by side for the same kind of call. On the left, an agency the buyer found by searching or a casual referral gets asked "What does this cost?" and gets compared to three others. On the right, a specialist the buyer was sent to for exactly what they're known for gets asked "When can you start?" Same service, same call - being seen as the clear fit before it starts is the only thing that changed.
Part of Positioning. Who you are for and why you are the obvious choice.